Bringing Neocate Families Together

Neocate, a branch of Nutricia North America, provides medical formulas for children and infants. Neocate is a consumer-facing brand of elemental, amino-acid based medical formula for babies with food allergies. For many Neocate families, finding nutritional items for food-allergic children is no easy task as it requires parents to track their children’s diets, their outbreaks, and overall health in order to assess the progress that their little one is making. Parents may often feel confused, frustrated and angry. To support them, Neocate set out to to develop an online community for parents in the United States, where they might seek advice, learn about the Neocate formula, and be a source of hope and support to each other.

CHALLENGE

Engage and support a community of parents and caregivers raising food-allergic children by facilitating connections with Neocate specialists and each other.

SOLUTION

Proof Strategies analyzed Facebook metrics to identify the target audience and their interests. The research confirmed that the target audience is mostly moms between the ages of 25-34 who have children with food and milk allergies.

With this information at hand, Proof developed goals to improve community relations. Through meetings and calls with the client, we were able to gauge customer feedback both on social media and through customer service phone calls. This helped us understand the audience’s perspective when dealing with allergies, ultimately shaping the social media content and approved responses for concerned parents.

After auditing and meeting with the client, Proof identified that the client’s goal was to provide high quality, customer service to Neocate families. The strategy for accomplishing this task was to execute a full-fledged community relations campaign on Facebook.

To accomplish this goal, Proof executed the following tactics:

Measured engagement identify audience reactions and growth

Reached 100% response rate with audiences, with responses provided in under 30 minutes

Developed a FAQ document, with approved responses from the client

Monitored the Facebook page actively throughout the day, and responded to inquiries

Encouraged engagement by posing questions to audiences such as “What does it mean to be a food allergy parent?”